Study on the Industrial Negative Spillover Effects of Product Harm Crisis

摘要：

　　Product-harm crisis episodes have become increasingly common over the past several years.To a marketing practitioner,such incidents not only bring the crisis brand a disaster,but also has a negative impact on the industry.However,do negative spillover effects differ when the characteristics of the product-harm crisis are varied? To verify this question,we conducted a scenario-based experiment and found that the more severe the product-harm crisis,the more industrial negative spillover effects.The industrial spillover effects are more likely to occur when the consumers attribute to the crisis enterprises than to the third party.Meanwhile the impact of the severity on the industry spillover effects will be moderated by the blame of the crisis.Based on these findings,we talk about their marketing practice values.

作者: JUE WANG

作者单位: Department of finance and humanities,Henan Radio & Television University,No.124,Huanghe Road,450000,Zhengzhou,Henan,P.R.China

会议类型: 国际会议

会议名称: 2014 International Conference on Management and Engineering(CME 2014)(2014管理与工程国际会议)

会议地点: 上海

会议语种:英文

页码: 1-6

在线出版日期: 2014-05-24（万方平台首次上网日期，不代表论文的发表时间）